How to win hearts in the Thai Deep South?

From Manager, November 7, 2017
Soldier: How does Toon win the hearts of people in three southernmost provinces? My boss spends ten billion and thousands of soldiers, but still not win their hearts like this.
On the stone (a kilometer marker): Betong
Caption: Their boss should ask himself this

[Refers to rocker Artiwara Kongmalai, known as “Toon Bodyslam,” who commenced a 2,191 kilometer charity run from the southernmost Betong district in Yala province to Mae Sai, the northernmost district of Chiang Rai, to raise funds for 11 hospitals in Thailand.
Thailand’s three southernmost provinces have long been wracked by a separatist movement.
During his run, Toon received an overwhelmingly warm welcome from local people in the deep south and this seemed to foster a peaceful and harmonious atmosphere for a time.
The military, on the other hand, has utilized the Thai state’s traditional method of dealing with provincial unrest–pressuring locals to partake of economic incentives to give up resisting while torturing those who persist.
The cartoonist suggests the military learn from Toon’s successful run.]